The previous design had been centred around Pleepleus, Zane’s monkey, which, though well know by his fans lacked the sophisticated, premium cues and credibility needed for it to thrive in the spirits category.
Identica has given Monkey character to allow its personality to shine through, creating a light hearted fun brand to enjoy sharing, and at the same time making it more stylish.
Its new distinctive design showcases the rum’s barrel aged process, a key element of the brand story, with Monkey’s fun spirit reflected in the inclusion of Zane’s Pleepleus monkey logo embossed on the barrel bottle.
Around the label Identica created intriguing stories and secret messages for fans to discover to remind them of the origins of the product.
Keith Davie, Identica’s design director said: “This was our chance to have some fun with the bottle and labelling. We knew that Zane’s buoyant personality needed to be communicated at all times and I think we’ve done that successfully. If you look a little closer to the label and bottle there are some hidden treasures –telling a compelling story is paramount today.”